In 2018, the foundation “Polska Bezgotówkowa” carried out a program to popularize non-cash payments in Poland, in which they offered a free terminal for the first year. The task of eService, which is a member of the foundation, was to break through with communication over partners with high brand awareness and effectively sell terminals in order to dominate SOM within the group. The strategy was focused on building awareness and controlling the level of conversion generated in digital. The planning team worked on two econometric models, on the basis of which changes in the action strategy were decided. The TV campaign was preceded by 4 months of digital activities in order to prepare the ground for the TV part of the campaign. As a result, eService became the sales leader among all participants of the Polska Bezgotówkowa program.
The campaign was carried out in digital channels together with the Comperia– the most popular financial comparison website in Poland. The main goal was to sell bank accounts to young people. One of the most effective channels was Fast50club.pl - a special program designed for individual customers who can recommend products online and receive remuneration for the recommendation. As a result of the activities carried out, KPIs were achieved in just two weeks.